Article | Chen Xuanbin
Source 丨 Smart Relativity (ID: aixdlun)
The transition from 2019 to 2020 is a year for TV to re-establish the positioning of home scenes and intend to regain the market with "intelligent" performance.
Not to mention the views of consumers on the consumer side, at least on the brand side, smart TVs have gradually become a major category of technology manufacturers betting on the future, which cannot be ignored.
The first is Xiaomi.
Since the establishment of the "mobile phone + AIoT" dual-engine strategy, smart TV, as an important part of AIoT, has become the main product of the Xiaomi brand. Looking at the mainland market performance in 2019, Xiaomi's smart TV shipments in mainland China exceeded 10 million units, becoming a phenomenal TV brand.
Perhaps, it is Xiaomi's outstanding performance that verified the path of mobile phone manufacturers to make smart TVs. The smart TV market in 2019 will be particularly lively in the second half of the year.
Subsequently, Huawei Glory announced the launch of a new large-screen category, introducing the concept of "smart screen" to further define the product boundaries of large-screen products in the next era.
Although Huawei believes that the smart screen and the TV are not the same product, as far as the current terminal performance is concerned, the similar position of the smart screen and the smart TV makes the market mostly put the two at the same level, which belongs to the current " "Big screen" market.
Soon, TCL · XESS smart screen was released in Shenzhen, focusing on the characteristics of "AI big screen, super VUI" and other features. This product jointly launched by TCL and Tencent in 2012 once again squeezed into the smart TV market in 2019 with a high-profile attitude. . Coincidentally, Hisense also released its own social TV s7, trying to get through the infinite scenes in the home.
It seems that there is a trend of "competing the giants". Realme, OnePlus, Oppo and other manufacturers have also announced their entry into the smart TV market. They plan to launch their own large-screen products, which once became a hot topic in the media and market.
1. Across 2020, smart TV enters a "tearing state"
Time goes into 2020, and the smart TV market, which has been turbulent in 2019, obviously has no tendency to "quiet", more players enter, and the more lively market competition will also start.
A few days ago, at the spring new product launch conference, Huawei successively released a number of large-screen products, including a smart screen X65 priced at 24,999 yuan, a high-end user, and a smart screen V series with an average price of about 3,999 yuan, which once again ignited the Internet market. The heat.
Not to mention Huawei's two other heavy-duty product lines, the glory smart screen and enterprise-level smart screen remained hidden, which aroused the wait-and-see interest of many people in the industry.
In the market competition, Xiaomi has also released three products one after another, covering the three levels of low, middle and high market segments, and strongly expanded to the market to expand the "big screen" lineup of the front line of Xiaomi.
Interestingly, afterwards, Kukai held an online conference of "Home Fun" and released a 75-inch version of the P50 series of Kukai voice-activated smart screens. It challenged the market nerve again with a price positioning of less than 4,000 yuan. It means to stop Xiaomi.
On the other side, LG shared the price and launch date of the 2020 NanoCell 4K / 8K smart TV product line at the Consumer Electronics Show (CES 2020). The innovative process design once again continues to increase the number of "smart" TVs.
Whether in terms of market price or product technology level, the smart TV industry seems to be moving towards a mixed situation after entering 2020, when new players join, old players take action, market prices, products Changes in craftsmanship, intelligent performance, etc. are temporarily unpredictable.
In this regard, the "intelligent relativity" locks the discrete perspective on the strategic paths of two domestic brands that are highly concerned, namely Xiaomi and Huawei, and finds some quite interesting trends.
If we look at the recent market actions of two smart TV (smart screen) manufacturers from the three perspectives of market, function, and scene, we can find that the large-screen market seems to be gradually entering a "tearing state."
Second, the market: the price "tears", gradually forming a "closing" trend in the consumer market
When we turn our perspective back to 2019, although major manufacturers have successively released "big screen" products (ie smart TVs and smart screens), they are relatively restrained in terms of price.
In simple terms, Xiaomi and Huawei released the "big screen" product line in 2019.
At the spring 2019 new product launch event, Xiaomi successively released two smart TVs. Xiaomi Mural TV is priced at 6,999 yuan, and Xiaomi ’s full-screen TV is available in four sizes, priced at 1,099 yuan, 1,999 yuan, 2,999 yuan, and 3,999 yuan.
In the second half of the year, Huawei Honor entered the market. It first launched the Honor Smart Screen and Honor Smart Screen pro in August, priced at 2,999 yuan and 3,699 yuan respectively. Later, in November, the Huawei Smart Screen V75 was officially released, priced at 12,999 yuan.
In general, although brand manufacturers have intended to target the large-screen market as a low-middle-end and high-end consumer group at that time, the price fluctuations are still relatively small in terms of placing the overall market, which is mainly tested by Huawei in the upward direction. .
Entering 2020, almost at the same time, Xiaomi and Huawei have both loosened their price positioning, and polarized product pricing has once again been increased.
Xiaomi's three large screens are released at the same time, Redmi Smart TV MAX is priced at up to 19999 yuan, Xiaomi TV 4A is as low as 1999 yuan, and the mid-range Xiaomi full-screen TV Pro is 5999 yuan. The positioning of the price is clear at a glance.
Coincidentally, the Huawei smart screen family has also made a strong appearance recently. The X65 is priced at 24,999 yuan and mainly targets high-end users; the V55i is as low as 3,999 yuan, which is intended to target low-end users.
Faced with different consumer groups, the "tearing" of the large-screen market has gradually widened the gap at the price positioning level. This trend has become a strategic trend of a brand after entering 2020.
The idea is not difficult to understand.
If we regard the lowest price and the highest price as the consumption poles of a product, then the greater the gap between the two, the more user groups will be covered.
In other words, as the smart big screen gradually becomes a brand-identified future necessity, manufacturers are deliberately pushing the product towards "universalization" through price positioning, especially the trial and layout for high-end users are becoming big screens. The next focus of the market is the focus of the market and the focus of the market.
Third, the product side: the function of "tearing", using the interactive method as the starting point to further open the "human-machine" distance
Judging from Xiaomi's "mobile phone + AIoT" dual-engine strategy, or Huawei's "1 + 8 + X" strategy, there will inevitably be a place for a "big screen" in the future technology product line, but what about future smart TVs or wisdom? What kind of "intelligent" large-screen form is facing the future, brand manufacturers are still constantly defining.
For Redmi and Huawei ’s two 10,000 yuan “big screen” products, namely Redmi Smart TV MAX and Huawei Smart Screen X65, although it is already a smart product for positioning high-end users, it is not necessarily its intelligence that really supports this price. Performance, but the traditional advantages of color TV, such as picture performance, screen technology and so on.
For example, the Huawei Smart Screen X65 uses the latest generation of OLED deep customization screens, equipped with Honghu flagship chips, especially for the OLED image quality management algorithm has been more upgraded, customized MEMC motion picture compensation, CGM color management, local dynamic contrast enhancement Such intelligent algorithms make the picture quality performance become the core selling point of the product.
At the same time, taking a closer look at the eight promotion points of Redmi Smart TV MAX, you can also find that it occupies three screens and pictures, and it is in the front as the leading bright spot; and the four core selling points of Huawei Smart Screen X65, the ultimate aesthetics, smart interaction The comparison of the weights of the perfect picture quality and the immersive sound quality are all explaining similar problems. Taking the “big screen” as the entrance to the smart home is currently almost exclusively embarrassed by the manufacturer ’s selective “browsing”.
The reason is not difficult to understand.
Although under the vision of smart homes, the future of home appliances interconnection and interoperability, large screens (smart TVs, smart screens) will be the central platform, but there is still a certain distance from the vision of realizing the interconnection and interconnection of all categories of homes. The construction of the central platform is a bit tasteless.
In other words, the ideal smart home and the real smart home are still in a "tearing" state. The large-screen products are temporarily absent in the link function as a central terminal.
However, on the other hand, when we turn our attention from the link attributes of large-screen products to interactive functions, another interesting "tearing state" will appear again-at present, almost all manufacturers are in human-computer interaction Work hard up and down to keep the distance between the user and the screen open.
Redmi Smart TV MAX also has built-in Xiao Ai classmates. Press and hold the voice button of the remote control to complete the communication with the TV and carry out various operations such as information query and home device control.
Needless to say, Huawei Smart Screen X65, smart interaction is one of the four core selling points of the product. For this, a 24 million ultra-wide-angle camera is used. The living area covers more than three times the ordinary lens. At the same time, it is equipped with a self-developed HiSilicon Hi3559C camera chip. The intelligent algorithm is more accurate, so that it can recognize and capture user gestures and actions in the scene. , To complete human-computer interaction.
Then, focusing on the product side, from link to interaction, we can find that two distinct “torn states” brought by functions are gradually becoming trends, but the future paths of the two are also necessarily different, that is, along the intelligence For the development direction of home furnishing, large-screen products must continuously reduce "tearing" in the link attributes and continue to pull apart "tearing" in the interactive function, so as to realize the wisdom vision of the big screen in the future.
Fourth, the application side: the scene "tearing", a richer large screen experience opens up new application scenarios for the home
If you only upgrade the large-screen products along the path of traditional color TV, it is obviously a bit monotonous. To this end, on the current strategic path of Xiaomi and Huawei, a more interesting picture appears, that is, constantly improving the home experience through the large screen, intending to open up new application scenarios in the home environment.
To put it simply, the services that originally needed to go out or go to the store experience, large-screen manufacturers intend to move them back to the living room, "tearing" users and such services, all presented in front of the large screen.
The slogan of Redmi Smart TV MAX, "Turn the living room into a giant-screen theater", is precisely to move the theater scene back to the home. Whether it is a screen ratio of up to 98.8% or a combination of AI voice, what Xiaomi wants to create is nothing more than the user can experience the theater effect at home to achieve the effect of scene migration.
With the same work, Huawei has similar operations on this point, and it is even more proactive. The Huawei Smart Screen X65 focuses on AI fitness in the home scene, and it is precisely the desire to migrate users' fitness scenes.
In this regard, Huawei even developed its own HUAWEI Fitness algorithm, which uses AI to identify and track human bone and joint points in real time to evaluate and correct users' fitness movements to achieve a fitness effect similar to offline private education guidance.
It is conceivable that if the large-screen experience is used to meet the diverse needs of users, it is not difficult to pull the user away from the offline experience and present it in the home environment.
So, when all this is achieved, perhaps the offline real economy has to face a situation of competing with the "big screen economy", which is quite interesting.
Conclusion
In general, if we attribute the current “torn state” presented by the large-screen industry to the exploration and layout of brands in the three levels of market, product, and application, we can find that tearing is inevitable.
Any kind of product goes from germination to maturity, it is all out under this "tearing", and finally find the price and function of different scenarios and applications suitable for different users.
Although smart TVs are innovations in traditional color TVs, when major manufacturers have proposed new definitions and exported the market with the concepts of "smart screen" and "smart screen", this product already needs to face a "tearing" rebirth.
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